ABSTRACT
EXECUTIVE SUMMARY is chapter is an exploration of mobile games, and how the business models used in mobile games can aect enjoyment. Two business models are analyzed in this project: Freemium and Advergaming. e chapter reviews game enjoyment, focusing on the concept of the ow and the Gameow model, using this framework to consider how dierent business models may impact the enjoyment and experience of mobile gaming. is is followed by an evaluation case study with 15 gamers of dierent games with dierent business models. e results showed that business models can aect enjoyment in games in several ways. Enjoyment can be easily interrupted or disturbed by business models in games. Some ingame strategies are more accepted than others. Also, the business models are not a reason to abandon a game when they are applied in a moderated way. We recommend that, with adaptations, ow and the Gameow tool provide useful perspectives for understanding mobile gaming and the inuence of business models of gaming experience.
